Abstract: An octagonally-shaped, orange colored sign display (10) having intelligible, informational indicia (20) thereon, such as "CALL 911," using chemi-luminescence to provide illumination from within the indicia in emergency situations. The indicia consist of a series of separate, hollow, formed containers, which are made of at least translucent, if not transparent, material and contain a special, generally isolated chemical, which is ultimately mixed with another special chemical located in an upper, horizontally disposed, reservoir tube (30/330), with the tube connected to the indicia containers by connector lines (40). A membrane divider (31/331) extends across the bottom portion of the reservoir tube, isolating the upper chemical from the lower chemical, until steps are taken to break or rupture it. The two chemi-luminescent chemicals are mixed by breaking the membrane by bending the tube until the membrane breaks.